Florence Adds Director and Photographer Louise Palmberg

Creative production studio Florence welcomes filmmaker and photographer Louise Palmberg to its esteemed roster of talent. With roots in hospitality and the restaurant industry, Louise’s films are replete with layered textures and tasty imagery that engages audiences on a multi-sensory level.

Born in Sweden and now based in New York, Louise grew up with European restaurateur parents, catalysing her love of culinary experiences. Her hospitality-based clients range from popular global brands to one-of-a-kind family-owned restaurants. Like a well-plated dish, Louise thinks through every detail, personalising each project and reflecting a unique approach to reaching a client’s goals while creating seriously appetising films in the process. 

Louise helmed many campaigns for top food, beverage, and hospitality companies like Tanqueray, Aperol, Fever Tree, Aldi, Uber Eats, Chipotle, Nespresso, Grey Goose, and Guinness, among many others. She’s directed various brand partnership spots like Vogue x Starbucks, Vanity Fair x Don Julio, and Bacardi x Academy Awards, creating visual stories about how these two entities connect through stylised shots. Louise’s photography work has also been featured in high-profile publications such as The Wall Street Journal, the New York Times, Vogue, and Eater New York. 

“I’ve always been interested in their roster and the work they produce because of its high quality,” remarks Louise on joining Florence. “I deeply believe in collaboration, sharing resources, and taking care of each other, especially because we work in an incredibly intense industry. It turns out that everyone at Florence and I share those beliefs, which hit home for me. They appreciate and encourage my hybrid career as a photographer and live-action director. I’m often asked to incorporate stills and motion in my projects, and I foresee this becoming a bigger trend in the future. I’m excited to work with a company prioritising a more integrated approach.”

Matt Griffo, executive producer of Florence, elaborates, “I met with Louise to discuss her potentially coming on board, and in our conversation realised we were so aligned on artistic and personal principles that she was an obvious fit for Florence. We’re thrilled to have such a talented photographer and commercial director on board. Louise has a deep love for what she does, and she’s always ready to try new things and grow. I’m excited to see what she creates next, and I’m thankful she’s chosen to do it at Florence.”